ABOUTthe
EDITOR
Melany Cabrera is a fashion professional whose area of expertise
is marketing, e-commerce and social media - â&#x20AC;&#x153;The future of
retail,â&#x20AC;? as she refers to it. She has a fashion blog named Mode
To Go and a YouTube channel named Melany Cabrera, both of
which make her expertise grow and expand every day as she
experiences the social media world, as a consumer and as a
content creator. She has managed to engage an audience with
her blog through Instagram, posting constantly about fashion
and lifestyle. She also creates and edits videos every week on
her YouTube channel. She is originally from Margarita, Venezuela.
From an early age, her grandmother who is a seamstress exposed
her to fashion. The next step was to discover the marketing and
merchandising area of the business, her true love. Since then, she
has not stopped educating herself and getting all the experience
that she can get. In that way, she will reach her long-term goal of
being one of the best fashion marketing specialists in the industry.

LETTERfrom
theEDITOR
Three years ago, I had no idea that I would be capable of using
design programs to create a fashion magazine. In the last three
years, I have grown professionally and personally. I went from
knowing little about the fashion business to using and applying
its concepts efficiently on a daily basis. I also went from living with
my parents in Venezuela to living alone in a completely different
country with a different language. I have become a better version
of myself, and now I am aware of what I am capable of doing.
The issue that you are holding in your hands is an appetizer of
some of the work that I have put together in the last 3 years in the
Fashion Marketing and Merchandising Program at The Art Institute
of Fort Lauderdale. This magazine reveals my passion for the
fashion marketing area. It showcases my skills at utilizing social
media and e-commerce, creating content, layout and advertising.
All of which reveals my style, art direction, and self-expression.
However, this is just an appetizer, there is more to come. I hope
you enjoy it.

It is now 2018 and the gender pay gap still
exists. Women are unable to own land in some
countries. Divorce terms still remain uneven in
some nations and women are still fighting for the
right to be educated. Also, some girls are forced to get
married and have children at a very young age. In 2018, 1
out of 3 women have experienced some form of physical
or sexual violence in their lifetime. This is why we need to
continue this fight, SPEAK UP, have a voice and stay on focus.
We must believe in ourselves, be real, follow our dreams and
not let anyone stop us. Moreover, we need to respect and love
ourselves, not be afraid, and help, support and empower other
women. Together we are stronger.

Feminism is a social and political
movement that started at the end of the
18th century. The goal still is to make women
aware of the oppression, domination,
and exploitation they have experienced
throughout the years. Feminism stands
for the liberation of gender and the
equality of sexes. It seeks to establish
educational, political, economic, social
and professional opportunities that are
equal to men. Being a feminist is not an
insult. It does not mean being radical or
extremist. Being a feminist does not mean
that you are “anti-male” or “pro-abortion.”
It does not mean that you get to show
your naked body in front of people. Being
a feminist simply means that you believe
in gender equality, respect, and freedom.

“Respect is like money, you
have to earn it. Unfortunately,
respect does not always
come with the territory.
Real respect comes from
how we relate to everyone
that surrounds us. It is
best achieved through a
generosity of spirit. Do not
cheat yourself. Do not give up
into a weak moment. Every
time you cheat yourself you
are disrespecting yourself.
Remember, if you have
respect for yourself, everyone
else will.”
-Norma Kamali
Right now, we are living during the
“women’s empowerment” revolution. We
are no longer victims, we are fighters.
We do not need men to include us
because we are including ourselves.
We are empowering ourselves. We are
advancing. We have a voice, and we will
succeed to make the world a better place
for our children. The more women who
are included in this movement, the more
successful it will be. Women are naturally
more compassionate and concerned than
men. However, the job is not done yet. The
goal has not been achieved. There is so
much to be done in this fight for equality.
We need to keep fighting. For women, it
has been a long way to develop a voice.
Now that we have it, we cannot be silent.

12

â&#x20AC;&#x153;

â&#x20AC;&#x153;

Feminism
is understanding what
we are. It is knowing that
we must not be afraid
to speak. It is using our
strength and voice in our
favor. It is educating those
who do not know about it.
-PINK ABOUT THAT

13

Millennials have all the tools they need to make a purchase
decision. They can find out everything about your brand
with just a few clicks on their smartphones. Also, they
can compare prices with your competitors while they are
standing in your store. However, selling to them is easier than
you think. You just have to remember that successful brands
do not sell products, they sell a lifestyle.

Sell the idea, sell the lifestyle, sell the feeling,
but never sell the product.
Millennials do not believe you when you
say that your product is the best and most
affordable. Most of the time they think the
opposite when you sell the product in such
a â&#x20AC;&#x153;plainâ&#x20AC;? way. They want to know why your
product fits their wants and needs and
how your brand can help or improve their
lives. They want the idea, the feeling or the
lifestyle that your brand can bring to their
life, not the product that is also available
from twenty other companies.

Step 2 :

CONNECT WITH
EMOTIONS

The brand needs to advertise in a certain
way; so the potential millennial customers
can develop a feeling that will have an
impact on their life. Millennials are more
sensitive than any other generation
because they care profoundly about
important social causes such as; global
warming, economic inequality, animal
rights and recycling, to name some. For
that reason, you have to give your brand
a human face that millennials can easily
relate to. Of course, it has to be a cause
that your brand really cares about and
wishes to support.

Step 3 :

SHORT, SIMPLE
AND SWEET

Millennials are very curious, but they are
also busy most of the time. Their attention
is constantly changing from notification to
notification. Trying to engage them for a long
time will bore them. If you do not tell them
right away what your brand has to offer, you
may not even get a second chance. Also,
brand transparency is very appreciated by
millennials. Cleverness and originality will
grab their attention right away. However, do
not forget the two steps mentioned before
while trying to engage them; do not sell the
product and connect with emotions.

The closing of retail stores clearly states
that social shopping is not a trend anymore.
Today, customers’ patience level is very
low. If they desire a product, they want
to find it. If they can’t, they move on. Also,
social media is there to show them what
is trending in real time, and shoppers are
ready to buy the product right away.

INSTASHOPPING

PHOTO BY @SKAGENDENMARK

Users now can shop directly from the
app. When they see the product on an
Instagram “shoppable” post, with a white
bag icon displayed on the lower left corner.
They tap on it, and it reveals the items in
the photo that are available to purchase.
When they click on one of those items, it
takes them to the product’s description
page on the retailer’s online store. There,
they can buy it right away without even
leaving the app.

SHOP THE ‘GRAM

Many online retailers have the “shop the
‘gram” section where you can see the
Instagram posts on their website. When
they click the picture they liked, it redirects
them to every product showcased in
that post. In that way they can buy it
immediately in the store. This is a great way
for customers to make a quick purchase
inside the online store.

INSTASTORIES
PHOTO BY @WHITERABBIT_NY

Instagram stories are extremely successful.
Followers can see and engage in real
time. They can tag the brand, location,
use hashtags which will appear under
Instagram’s search engine, and even link
any product or website that can be opened
inside of the app. This is another great
opportunity for brands and influencers to
keep advertising their products.

INFLUENCERS

PHOTO BY @WHITERABBIT_NY

Influencers have real impact over
millennials, which are the most marketingsavvy generation yet. Millennials know, or
they think they know, all the advertising
tricks and tools. This is the main reason
why they trust and follow influencers
more than traditional advertising, even if
it is with celebrities. Influencer’s truth and
engagement level are really high, and this
transforms awareness to purchase. On top
of that, brands can track very easily what
is working and what is not, which gives
immediate results to the companies.

21

color

IMPACT
C

olor is one of the most important factors when it
comes to marketing and advertising. It changes the
mood and perception of the brand’s “personality”
for the potential customer. Also, color directly affects the
decision-making process with a surprising effectiveness.
The branding colors must be clear to the customer. For
example, you would not expect that Apple releases a
green campaign to advertise the new iPhone. It just does
not fit the customer expectations because the company
has a gray branding strategy that fits the futuristic
personality of the brand.
Finding the right choice of color for advertising can
be challenging because of the different and multiple
interpretation of colors in the world. This goes hand in
hand with the culture and education of the customer.
Therefore, the trick is not to choose just one color; the
trick is to choose an entire color palette. However, there
is no correct palette for a specific social or cultural
group. That is why brands need to learn how to attract
the customer’s attention with the right color palette.

WARM AND BRIGHT COLORS

These are active, eye-catching colors. They have a
friendly nature that expresses courage and energy. They
visually enlarge objects and make them seem closer.

COLD AND BRIGHT

These tones are full of positive aesthetic appeal and
fresh accents. They enhance a sensation of modernity
and professionalism if harmoniously combined with
gray.

COLD AND DARK

These colors give feelings of stability and quality. They
are often placed as accompanying colors because they
do not attract attention, but they emphasize the content.

GOLD, PURPLE AND BROWN

These shades express the classics, tradition, luxury, and
relaxation. They blend well with expensive and elegant
designs for young adults and the upper class.

WHITE, GREY AND BLACK

These help to create contrasts and bring out all the other
colors. They do not convey any particular message on
their own.
Each color has a different impact, and it needs to be
used strategically.

While the company writes the product descriptions,
being clever, specific and original is crucial. Just
specifying the sizes and materials is not enough for
the potential customer. Companies have to describe
the product as if the customer is holding it. However,
this description will depend on the reading level of
the target market.

3 CLICKS TO HAPPINESS

The potential customer has to be able to shop the
product within 3 clicks: clicking on the product,
adding it to the online cart and checking it out. If they
have to fill out multiple forms and complete multiple
steps; they probably will not even get to the ending
point - the purchase.

MARKETING STRATEGIES

Online stores need different marketing strategies than
traditional stores, even if there is a retail store available
online. E-commerce sites have a different customer
flow, target market and consumer interaction, which
is why it needs to be managed differently. Sending
emails, advertising on social media, optimizing search
engines and providing special offers and exclusive
products are a must for online stores marketing
strategies.

SOCIAL MEDIA

Social media presence is essential for any online store.
However, one of the most significant mistakes on
e-commerce’s social media accounts is managing all
the different platforms in the same way. Each platform
works differently, and it is targeted to different age
groups. Instagram is like a lifestyle magazine targeted
to millennials. Facebook is like a newspaper targeted
to mature adults. YouTube is like a T.V. channel where
you can see everything, anytime, mostly targeted
to children, teens and young adults. Pinterest is
a craft book, or an inspiration gallery targeted to
millennials and young adults. Each platform has a
different algorithm and engagement that needs to be
managed differently.

ADVERTISING

Ads are extremely necessary inside and outside of
the online store. Social media ads, exposure with
influencers, email announcements and special
discounts are key points to create flow into the online
shopping experience. Potential customers need to be
redirected to the store or the product with just a few
clicks. However, ads inside the store are extremely
essential too. For example, sections like “trending
items,” “shop from the Instagram” and “occasion
categories” are perfect for the customer to make a
quick purchase inside of the e-store.

is a magazine specifically created to
showcase all the work created by Melany
Cabrera during three years of studies in The
Fashion Merchandising program at the Art
Institute of Fort Lauderdale. All of the content
inside the magazine was created, styled, laid
out and written by Melany Cabrera.